Euromonitor International has named Paris the world’s most attractive city destination for the fourth consecutive year in its Top 100 City Destinations Index 2024. The annual report evaluates urban destinations using 55 metrics across six pillars: economic and business performance, tourism performance, tourism infrastructure, tourism policy and attractiveness, health and safety, and sustainability.
Nadejda Popova, Euromonitor International’s global head of loyalty, said: “Despite positive recovery projections, challenges like labour shortages, geopolitical tensions and a sluggish economy will persist, limiting city growth. Less-travelled destinations and third-tier cities are expected to rise in popularity as travellers seek hidden gems, off-season experiences and responsible tourism. Consumers will prioritise culturally enriching, personalised experiences, making them the new travel currency.”
The top 10 rankings were dominated by European cities, with six spots, while non-European cities increased their presence. Madrid ranked second, Tokyo third, followed by Rome in fourth and Milan in fifth. European cities maintained strong performance largely due to robust tourism infrastructure.
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Global international arrivals rose by 19 per cent in 2024, reflecting strong tourism demand. Europe attracted 793 million international trips, maintaining its position as the most visited region. Bangkok led in international arrivals with 32 million trips, surpassing pre-pandemic levels, while global tourism spending totalled USD 1.9 trillion. “In 2024, global cities increasingly leveraged sports and cultural events to boost tourism revenues. Infrastructure improvements and continuous marketing have attracted travellers’ attention, opening further growth opportunities,” Popova added.
Concerns over overtourism prompted cities to impose entry fees, promote year-round tourism, and reward sustainable actions. These measures, combined with advancements in AI-driven solutions, are reshaping urban tourism strategies as destinations strive to balance growth with responsible travel.
